International agency Wieden + Kennedy, based in Portland, USA, commissioned us to create a stencil font, all Caps, based on an existing Bodoni font. The typeface needed to include all three scripts, Latin, Cyrillic and Greek. The choice for a starting point fell on Paratype's Bodoni version, because it had already Cyrillic and Paratype kindly granted permission for modifying the original drawings according to W+K's brief. The features that had to be adapted, include increase in contrast, change of serifs, change in some lettershapes and more. The Greek was almost entirely drawn from scratch. The position of the stencil cuts follows a natural logic creating a subtle and elegant impression. The resulting typeface is being used for the global advertising campaign for LEVI'S, in all Caps setting with additional tracking.
W+K Design credits for the campaign:
CREATIVE DIRECTORS Eric Baldwin / Tyler Whisnand / Don Shelford
PHOTOGRAPHY Christian Weber
DESIGN Steve Denekas / Jason Murray